Most UK Marketers Rely on Paid Social Ads to Promote Content - eMarketer

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Most UK Marketers Rely on Paid Social Ads to Promote Content

They prefer social ads to traditional banner ad

December 20, 2016

UK marketers are more than three times as likely to use social advertising to promote content than they are to use native advertising or content discovery tools, according to a survey done in August 2016.

Paid Advertising Methods Used by UK Content Marketers to Promote Content, Aug 2016 (% of respondents)

The study from the Content Marketing Institute (CMI), sponsored by Tomorrow People revealed that UK marketers were more than twice as likely to use that paid method than they were traditional online banner ads.

Search engine marketing was another paid method used by a plurality of UK marketers to promote content, as was print or other offline promotions. One in five respondents don't use any paid methods to promote content.

When it comes to which channels, in general, UK marketers prefer to distribute content, the same study found that while social channels like LinkedIn and Twitter are used to deliver content by many UK marketers, email is used a bit more. Some 88% of respondents said they use email to distribute their content, meanwhile 84% said they used LinkedIn and 82% mentioned using Twitter.

Nearly seven in 10 do so via Facebook and more than half do so via YouTube.

Fewer than 40% of respondents said they use Google+, SlideShare, Instagram, Tumblr and Snapchat.

—Rimma Kats

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